By Charlotte McEleny According to a joint report by AppsFlyer and TikTok, video accounts for 40% of all programmatic ad spend in South East Asia, representing a major shift in investment for advertisers. Yet there’s still a considerable opportunity for brands that is being missed due to outdated approaches to attribution. The AppsFlyer-TikTok whitepaper noted that marketers are currently focused on click-through-attribution (CTA). As video ad formats become more immersive, incorporating view-through-attribution (VTA) can improve media spend efficiency and give a more holistic view of the consumer conversion funnel. The report looked at short-form video platform TikTok to understand consumer behavior of South East Read full story › Source: The Drum...
Read MoreBy Sam Anderson Luxury marketing has been hit hard by the Covid-19 pandemic. Traditionally relying on high-ticket advertising investments driving customers to high-end retail experiences, luxury brands have had to adapt fast to a world of reduced mobility. This has hastened a shift of ad spend from IRL to social, while luxury brands find themselves revolutionizing their in-store experiences to entice shoppers back to stores. Are these changes here to stay? How can luxury marketers help their brands adapt to changing environments and demographics? We spoke to experts from The Drum Network to find out. Daniel Swepson, head of inbound marketing, Swepson No idea if you Read full story › Source: The Drum...
Read MoreBy Chris Sutcliffe News UK is to launch a specialized events division to capitalize on the strength of its storied editorial history. Execs from the media giant explain why it is launching News Live, a suite of new events in 2021, and detail what it means for the wider industry. The new unit is designed to capitalize on brands’ desire for purpose-led experiential after the past eighteen months, and will exist across both B2B and B2C. Dominic Carter, group chief commercial officer at News UK, says that the endeavor is designed to connect clients with audiences, leveraging News UK’s brand Read full story › Source: The Drum...
Read MoreBy Imogen Watson Despite lockdown after lockdown, out-of-home (OOH) still found itself at the center of adland chatter and general hurrah. But what is it about experiential OOH that hits the spot? As part of The Drum’s Experiential Marketing Deep Dive, we quiz OOH specialists and round up some of the best examples along the way. Thanks to the digital age – and despite Covid – out-of-home marketing is experiencing a renaissance. A medium that packs a punch for passers-by while also capturing attention miles away from the sidewalk, savvy creatives have been perfecting the art of creating innovative, bold OOH for an Read full story › Source: The Drum...
Read MoreBy John McCarthy TikTok has partnered with media intelligence company Mediaocean to open its inventory to a broader audience and pit it against digital rivals. The software firm, which manages $200bn in annualized media spend, has today opened up the sale of TikTok inventory for brands via an API. In the software, TikTok inventory will be up against other closed ecosystems like Amazon, Facebook, and Twitter. It enables advertisers to build and manage audiences, creatives, and bids in real-time. Mediaocean’s pitch to clients is around ‘closed ecosystem optimization’, getting the most out of the walled garden ad shops from a central Read full story › Source: The Drum...
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